Cultural Clues, Communication Guidelines for SWEDEN

The Latest! Cultural Clues, Do’s and Taboos for SWEDEN!

When doing business in Sweden, keep in mind that it is a humanitarian culture, where the quality of life and environmental issues are highly emphasized.

Swedes prefer to stand a bit further apart in their interactions than some cultures, and rather than relying on nonverbal forms of communication, it’s best to keep your body language and hand gestures to a minimum,

With the exception of the handshake, Swedes don’t have a lot of physical contact, so avoid backslapping, embracing, or touching.

They shake hands upon arriving and departing. It’s done swiftly and firmly, and smiling or other nonverbal communication usually doesn’t accompany it — especially if you haven’t previously met.

The Swedish business approach is more formal than informal, so no gum chewing, slouching, or leaning against things.

Keep your emotions to a minimum, as a cool, calm, and matter of fact manner approach is preferred. Swedes are also somewhat quiet, so speak in a subdued, modulated tone of voice.

Swedes are a proud people, but they never brag. While they respect someone with established knowledge and experience, you should never flaunt it. Instead show them by being well prepared, detail oriented, and logically organized which is important to get Swedes to accept an outside idea.

Facts and figures are crucial, and must be clearly outlined and detailed. Swedes emphasize the content of a presentation, not its colorfulness or flashy appearance.

The Swedish education teaches them to think conceptually and analytically, so they often look to universal rules or laws to solve problems.

The first business meeting will likely be low key, with the Swedes evaluating you, your company, and your proposal. Confirm all meetings well in advance, and never abruptly change the time and place.

Swedes believe in promptness, so it is important to arrive on time or it could be taken as a sign of disrespect or lack of interest. They also strictly follow the scheduled beginning and ending times of a meeting.

Swedes are fashionably well-dressed, and for business a more a conservative dress is appropriate with men wearing suits and ties, and women wearing suits or dresses. Subdued colors are a better choice than flashy colors.

Women and men are treated as equals in Sweden, so expect decision-makers to be of either gender.

Decision making may fall to the middle or lower parts of the hierarchy in Sweden, and there is an emphasis on teamwork and compromise.

Consensus is valued, and Swedes will try to avoid confrontation because they never want to personally offend someone.

Sincerity and seriousness, rather than friendliness, are the preferred business attitudes. Complimenting in public is not usually done, unless it applies to the whole group. There is no individualized element of competition or wanting to stand out.

Swedes typically get right down to business with little or no small talk. In conversation, it’s important to maintain eye contact as much as possible.

Swedes are very comfortable with long pauses and silence in the conversation, so it would be a mistake to hurriedly try to fill in the pauses.

The Swedish sense of humor is unique, and sometimes not understood by everyone. It’s not typical for humor to be used in serious meetings or negotiations.

Swedes will avoid arguing over sensitive topics, especially with visitors. If a discussion of this kind begins, a Swede may abruptly stop it.

Negotiations in Sweden can take time, but once a deal has been finalized and signed, you can rest assured that the Swedes will uphold their end of responsibility

Do’s and Taboos for Sweden

5 Key Conversation or Cultural Gesture Tips

  • Eye contact is very important to indicate your sincerity and attentiveness.
  • It’s helpful to show a knowledge of Swedish things, especially those that distinguish the Swedes from the Scandinavian cultures of Finland, Norway, and Denmark.
  • The Swedes love nature and the outdoors, so talk about anything related to Sweden’s natural beauty or sports — like hockey and soccer.
  • Swedes enjoy discussing philosophy, the arts, travel, current events, and even politics if it’s not critical of Sweden’s socialized structure.
  • There is a great deal of pride in the local regions of Sweden, so it’s appreciated when you know something about the specific region you’re visiting.

5 Key Conversation or Cultural Gesture Taboos

  • Asking personal questions or discussing family unless they bring it up at some point in your relationship.
  • Don’t be superficial in any way and avoid personally complimenting someone you just met. 
  • Avoid any showiness or bragging about rank, status, success, or income. The Swedes are very understated about this.
  • Don’t use a lot of superlatives when speaking, because Swedes are opposed to stretching the truth in any way.
  • Swedes don’t like complainers, so even when things seem slow or process driven, it’s best not to show signs of impatience.

Bon Voyage!

Join us in the future for Do’s and Taboos for SWITZERLAND!

To learn more about the Dos and Taboos for different cultures, and the cultural communication styles for Asia Pacific, Europe, Latin America, and the Middle East – order Gayle Cotton’s bestselling book available on Amazon as a Book, eBook, or Audio Book

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Cultural Tips for Sweden – including some valuable business travel tips for Sweden

This article on cultural differences in Sweden and cultural travel tips for Sweden is a brief snapshot of conversation guidelines for Sweden, tips for communicating in Sweden, and business strategies for Sweden to help with understanding the culture in Sweden. It’s important to keep in mind that as we homogenize as a ‘global culture,’ cultural tendencies change and evolve as well. Awareness is the first step when it comes to cultural do’s and taboos for Sweden and tips for intercultural communication!

It’s easy for business travelers to think that even when they travel, business is going to be done pretty much the same way it is at home. But that’s not always the case. Cultural differences can have a significant impact on global business etiquette. That’s why it’s important for business travelers to make sure that they understand the culture of the country that they’re doing business in.

Emmy Award Winner, Gayle Cotton, is the author of this blog and of the bestselling cross-cultural communication book ‘SAYAnything to Anyone, Anywhere! 5 Keys to Successful Cross-Cultural Communication’, which is available on Amazon as a Book, eBook, or Audio Book. She is President of Circles Of Excellence Inc. and a Professional Keynote Speaker. Contact Gayle if you need professional speakers for events, speakers on cultural diversity, conference speakers for events, or keynote speakers that specialize in cross-cultural training. She is a leader in the field of public speakers, motivational speakers, and international keynote speakers. She is among the best of female keynote speakers and women motivational speakers and is a ‘first choice’ request for international audiences!

Circles Of Excellence provides Corporate Training, Leadership Coaching, and Professional Keynote Speakers for companies of all sizes and in all industries, including over 50 Fortune 500 companies. Contact us about our customizedtraining programs for Communication Skills, Cross-Cultural Communication, Cultural Diversity, Customer Service, Leadership Coaching, Presentation Skills, Sales Negotiations, Stress Management, Team building, and Time Management Training.

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